MARKETING WITH CAUSE AS A STRATEGIC CONTRIBUTOR TO THE CORPORATE BRAND IMAGE
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Keywords

Marketing with cause
Social Responsibility
Brand image
Construct validity

How to Cite

Carvajal-Larenas, P., Saltos-Cruz, C., Reyes-Bedoya , D., & Garcés-Llerena, D. (2020). MARKETING WITH CAUSE AS A STRATEGIC CONTRIBUTOR TO THE CORPORATE BRAND IMAGE. Universidad Ciencia Y Tecnología, 24(98), 45-52. Retrieved from https://uctunexpo.autanabooks.com/index.php/uct/article/view/281

Abstract

Cause marketing emerges as a brand image development strategy. Globally, business operations with cause marketing have increased by 3.1% compared to 2017. It is a process of formulating marketing activities to support a cause from an offer. Cause marketing allows the company that participates in a campaign to gain (1) visibility, (2) transmit social responsibility, (3) mentality in others, and (4) patriotism. In addition, the reputation of a for-profit company improves through a partnership with another non-profit company (ONL). The objective of this study is to propose a marketing model with cause to contribute to the increase in the effectiveness of campaigns and their relationship with social causes. For the investigation, the hypothetical-deductive method, the method of information collection and factor analysis were operated. The seven-factor construct is validated with a Cronbach's alpha of 0.891, CMO of 0.877, Bartlett's square Chi of 6707.895, degrees of freedom of 741 and a statistical significance of 0.000. The instrument is validated with high internal consistency for application in companies in the footwear sector.

Keywords: Marketing with cause, social responsibility, brand image, construct validity.

References:

[1]B. Selwyn, B. Musiolek and A. Ijarj, «Making a global poverty chain: export footwear production and gendered labor exploitation in Eastern and Central Europe,» Review of International Political Economy, pp. 1-28, 2019.

[2]Sandro, «Cámara de industrias de Tungurahua,» 7 Marzo 2016. [Online]. Available: https://camaradeindustriasdetungurahua.wordpress.com/2016/03/07/tungurahua-abarca-el-44-de-produccion-en-calzado-ecuatoriano/. [Last access: January 10, 2020].

[3]C. Scocozza, «La Primera Guerra Mundial.Un conflicto que llega desde el Este*,» Anuario Colombiano de Historia Social y de la cultura, pp. 161-176, 2015.

[4]S. J. García, «El Marketing y su origen a la orientación social: desde la perspectiva económica a la social. Los aspectos de organización y comunicación,» Em Questão, pp. 61-77, 2010.

[5]D. Dahl and A. M. Lavack, «Relacionados con la causa de marketing: impacto del tamaño de la donación y el tamaño de las empresas promoción relacionada con la causa en la percepción del consumidor y la participación,» ResearchGate, pp. 476-471, 2017.

[6]S. Warren and H. Matthew, «Mercadeo relacionado a la causa: Ética y el extático,» Negocio y la sociedad, pp. 304-321, 2000.

[7]S. J. A. Ramos and C. I. Periáñez, «Delimitación del marketing con causa o marketing social corporativo mediante el análisis de empresas que realizan acciones de responsabilidad social,» Cuadernos de Gestión, pp. 65-82, 2003.

[8]R. Varadarajan and A. Menon, «Cause related marketing; A coalignment of marketing strategy and corporate philanthropy,» Journal of marketing, pp. 58-74, 1988.

[9]S. J. A. Ramos and C. I. Periáñez, «Delimitación del marketing con causa o marketing social corporativo mediante el análisis de empresas que realizan acciones de responsabilidad social,» Cuadernos de Gestión, pp. 65-82, 2003.

[10]R. Varadarajan and A. Menon, «Cause related marketing; A coalignment of marketing strategy and corporate philanthropy,» Journal of marketing, pp. 58-74, 1988.

 

 

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